Task 1. Complete the sentences using either the first conditional or the second conditional.

1. If the economy_ (not/be) in such a bad state, it_(be)

much easier to sell holidays.

2. If I_(have) more money I_(spend) the summer in the

South of France, but unfortunately I have to stay here.

3. Nobody_(mind) if the plane_(be) a few minutes late.

4.I am expecting the tickets any time now; I_(phone) you if they_(come) tomorrow.

5. If I_(be) you, I_(complain) to the tour operator.

6. It's a shame we haven't got anything to spend on promotion. If we _(have) a little spare cash, we_(be able) to advertise and get a lot of customers.

7. It's a pity I don't speak Turkish. If I_(do), I__ (apply) for that job in Istanbul.

8. If you_(have) any problems, our local representative_ (do) her best to help you and can be contacted at any time.

Task 2. Read the following questions, and write a suitable reply. Choose the first conditional to talk about the suggestion you support, and the second conditional talk about the suggestion you do not support.

Example: We're opening a new chain of hotels for business travellers all over Europe.

Do you think we should promote them by giving out leaflets in the street or by setting up an Internet web site?

Answer:

I think a web site would be better — if we set one up we will be able to reach customers all over the world, but if we just handed out leaflets we wouldn't get the right sort of customers.

Now you do it.

1. We have a lot of late availability flights to sell. Do you think we should put an advertisement in the paper or get some posters put up in the underground?

2. We're trying to get some publicity for our 18-30 adventure holidays. Do you think we should sponsor a sports event or take out advertisements in a theatre programme?

3. We're opening a new branch in West Street. Do you think we should organize a TV campaign or get some leaflets printed to hand out in the street?

Superlatives and ranking

Task 3. Use the following constructions to make the groups of words below into sentences.

	the
	one of the	oldest	tourist attraction(s)
The cathedral is	the second	most popular	in the state.
	the third
	etc.

Example: Christ Church / large / college / Oxford.

Christ Church is the largest college in Oxford.

1. St. Petersburg / beautiful / city / Russia.

2. Thomas Cook / one of / famous / travel agencies / world.

3. Chichen Itza / one of / ancient / site / Central America.

4. Birmingham / no. 2 / big / city / England.

5. Kanchenjunga / no. 3 / high / mountain / world.

6. Dhaulagiri / no. 7 / high / peak / Nepal.

Task 4. Using your own ideas, say what you know about the following places and people.

The Taj Mahal The Grand Canyon The Eiffel Tower

The Empire State Building /used to be/ Bill Gates

STEP 7

Develop your reading skills

Task 1. Read a passage from the book by Susan Briggs "Successful Tourism Marketing" and answer the questions.

PROMOTIONAL TOOLS

Most promotional activities work through the "AIDA principle," which stands for Attention, Interest, Desire and Action. To be effective your brochure will need to:

— grab attention;

— appeal to the readers' self-interest;

— arouse the desire to buy;

— urge the reader to take action.

For brochure producers this means that the promotional message will depend on several key factors:

1. the target market.

2. Channel of distribution — for example, different messages may be necessary for tour operators, members of the public and tourist information centers.

3. The type of response you need to evoke — these usually divide into rational and emotional appeals.

4. Promotional method — for example, you need a stronger and shorter message for radio advertisements than you do for a direct sales campaign when a salesperson can explain in more detail.

5. You should always be aware of the reasons why people buy specific products. Sometimes people appear to be buying for reasons different to their real motivations. By understanding the reasons people buy you are more likely to appeal to them.

These are some of the key reasons why we buy particular products:

— Price: It may be that something appears to offer value for money. Sometimes we buy more expensive products because we believe they will be better than cheaper ones or we like the image they convey.

— Health: Holidays are seen as healthy activities, offering the chance to relax. We buy some products because we think they are good for us.

— Social: This may be a chance to be together with friends or family, or simply a desire not to get left out. Some products are purchased because it becomes normal to have them, rather than for rational reasons.

— Status: Some products offer a chance to impress. Others are bought because they make a statement about the purchaser or make the purchaser feel good about themselves.

BROCHURES

Brochures demonstrate the benefits which an organization has to offer. Many tourism products are not tangible. By describing them in print, brochures become the only "evidence" of the product so it is important that the feel and quality of the experience are conveyed by the brochure. Destinations and tours are particularly difficult to promote without print material which explains what is on offer.

Why do you need a brochure — what is it for? For example, it could be to:

— inform people about your facilities;

— encourage them to make a booking;

— encourage them to stay longer in your area or hotel.

In many cases it will be for a combination of purposes — ensure you jot these down as part of your brochure brief.

Consider also where the brochure will be used. Pre- and post-arrival print fulfdl differing needs!

Who will be your main target markets?

When writing and designing brochures you will be more successful if you paint a picture of a key reader in your mind.

It is easier to write better copy by imagining you are speaking to one typical reader. Ask yourself:

— What are their ages?

— What are their interests?

— Where do they come from?

— Are they likely to be direct consumers or intermediaries such as travel agents or tour operators?

— Are they potential new clients or existing clients?

— Do you need to persuade them to switch from another product or just that yours is a good one?

MAKING YOUR BROCHURE WORK

Remember the AIDA principle and think about each of the four stages and how they relate to brochures. 1. Attention.

— Catch the reader's attention and get them to pick up the brochure.

— Make the reader open the first page.

— Make the reader keep reading the brochure until all the information is absorbed.

2. Interest.

— The brochure must look interesting to the reader.

— The brochure must be interesting to the reader to keep their attention.

— The brochure should be easy to read and understand.

3. Desire.

— You will need to make sure the reader distinguishes your product from others.

— The brochure should demonstrate why your product is good.

— The brochure should persuade the reader to agree that it is the only one for them.

4. Action.

It should be easy to take action and easy to make a booking or buy.

Copywriting

Of all aspects of brochure production, copywriting can be the most difficult, and yet it is often given little thought.

Vast sums of money are spent on upgrading the quality of print and design. They are both important but what about the words you use?

Most organizations could make a major improvement to their brochures without spending a penny — just by thinking more carefully about the copy. By following a few simple rules you can vastly improve most print material.

What do people want to read? You will be able to write more persuasive and direct copy if you picture one typical reader in your mind. This will help you write as if you were speaking to them. What are they wearing? What sort of words and ideas will they react to?

Jot down some of the words you think that reader might like to read.

For example parents will warm to words like 'fun', 'educational' and 'safe'.

Busy couples looking for a weekend away are more likely to react to 'romantic' and 'relaxing'.

Try to identify one key message which you want your brochure to give. For example, it might convey an overall feeling of quality, or portray a sense of serenity and relaxation, or stress value for money.

Make a note of the benefits you want to sell. Think why your typical reader might buy your product or experience. We are all motivated by different things, depending on our social background and personal needs.

YOU!

YOU WILL GRAB YOUR READERS' ATTENTION BY ADDRESSING THEM DIRECTLY

The word "YOU" instantly grabs attention. Readers identify with it and instinctively assume it means them.

Many brochures describe 'our facilities' which isolates the reader and focuses on features instead of benefits.

Sentences should be turned round to make them more appealing.

For example: All our bedrooms are individually designed and have en-suite facilities.

Should become:

You'll be able to relax in one of our individually designed bed-rooms with a private bathroom.

The second sentence is immediately more appealing. Using questions also helps to involve and persuade the reader, particularly if the answer is almost certainly 'Yes'.

For example: Wouldn't you just love to escape the pressures of everyday life and relax in the countryside? Hotel Snooze offers the perfect get-away break.

The benefits of what you have to offer are the real reason why people will buy. If your prospective guest were to read: "You'll feel relaxed and refreshed, enjoying the fresh air and tranquility at Hotel Snooze," they would be even more likely to make a booking. But remember, you must write something which sounds credible and appeals to your target audience.

SOME COPYWRITING HINTS

— Headlines are useful for attracting attention. Responses will be more positive if you: make a promise (which you can fulfill); offer the solution to a problem; describe a good strong benefit.

— Link headlines to the first sentence of your body copy so readers are enticed to read further.

— It is worth starting with something newsworthy or different, a surprising fact rather than a standard introduction.

— Use specifics, not generalizations: "adventure playground, muddling maze and glorious gardens" works better than "something for everyone,"

— Short everyday words, short sentences and short paragraphs are easier to read. Short sentences have impact.

— Demonstrate the benefits of what you have to offer in the main copy.

— Do not exaggerate — we have all become used to words like 'amazing', 'incredible' and 'fantastic offer'. Your copy will be more credible if you give real examples, and show what you mean by good use of illustrations.

— Use trigger words. We have become accustomed to seeing many of these but for some reason we still react to them. Useful trigger words include: free, new, guarantee, opportunity, service, save, love and extra.

— People like stories. Anecdotes and intrigue are more likely to attract than bland descriptions.

Note the following words from the text:

1. to appeal, v зд. привлекать, притягивать, нравиться

2. to jot down кратко записать; бегло набросать

3. а сору, n зд. текст рекламы; материал для печати; рукопись

4. a copywriter, n автор рекламного текста

5. copyright, n авторское право

6. to persuade, v склонить; уговорить; убедить (в необходимости что-л. сделать)

7. persuasive, adj убедительный

8. trigger words слова-«побудители»

Questions on the text.

1. What is the AIDA principle?

2. How does it work for brochures?

3. Why is it essential to understand the motives for buying?

4. What are the key reasons for buying?

5. Why are brochures an important promotional tool?

6. What should be considered when writing a brochure?

7. Why is it a good idea to imagine your key reader?

8. What questions should help you in doing so?

9. What are the ways of making your brochure work?

10. Why is copywriting the most difficult part of brochure production?

11. What are the main rules for copywriting?

12. What language should be used? Why?

13. Why is it important to address your readers directly?

14. Why is it necessary to give credible information?

15. What are the most helpful copywriting hints?

Task 2. Sum up what you've learned from the text about major rules and principles of using brochures as a promotional tool.

Task 3. Think and answer:

1. What do you think is the most effective way of promoting tourism?

2. What other promotional tools do you know?

3. What are the advantages and disadvantages of printed materials?

4. Have you ever tried to write copy? Was it difficult?

5. Can you think of a brochure that impressed you?

6. Why did it impress you?

7. What did it advertise?

Task 4. Write a copy using the tips from the text.

Choose any tourist destination that appeals to you.

STEP 8

Speaking

Task 1. Here are some different ways of promoting a tourism product or service. What are the advantages and disadvantages of each? Are any of them particularly suitable for certain products and services?

a) advertisement in magazine or newspaper;

b) leaflet given out in the street;

c) leaflet available in travel shops;

d) advertisement in theatre programme;

e) neon sign in city center;

f) advertisement on billboard by roadside;

g) poster at railway station or airport;

h) television advertisement;